Download This Sell Your Movie Checklist

Film distribution is changing fast. What worked in the old days, doesn’t work anymore. And if you’re looking for information on how to sell your movie, you’ve come to the right place!

Since you’re reading this article, I’m guessing you are one of two types of filmmakers. Either you made a movie or you are working towards your next movie. In both instances, learning about film distribution – specifically coming up with a strategy to get your movie seen and selling is essential.

I don’t need to tell you that making a feature film is a feat that many find impossible.

In order to make a feature film, you have to put together a cast and crew, refine your script, find some funding and in the process, you have to figure out how to ignore all “advice” that your friends and family share with you… About how it can’t be done.

But behind all the excitement, you and I both know there is one nagging question on your mind. And it is the same question asked by every independent feature filmmaker.

Sell Your Movie

Photo © Nebojsa Bobic / Dollar Photo Club

You’re wondering: “How am I going to sell my movie!”

That is a good question. And if you’re crossing your fingers to hopefully sell your movie for a huge paycheck and a three-picture Hollywood deal, what I’m about to share with you may be a bit different than what you’re hoping for. Ready?

While there are a lot of distributors out there who would like to tell you otherwise, most films DO NOT make money in a traditional distribution deal! (I’m serious here.)

Getting your movie seen and selling is really up to YOU!

Whenever I say something like this in my talks, invariably someone shouts across the room:

“Making a movie is hard enough. How do you expect me to become my own distributor?”

This is a fair question. And after making a movie, then doing the festivals and not receiving a deal, you can get pretty tired. I totally understand that. This is why a lot of filmmakers give up on their movies or take a crappy deal. But I want to help you avoid this.

>>Give me the “Sell Your Movie” checklist!<<

How To Sell Your Movie

Here’s the thing. There are a lot of crappy movies getting made each year. Thanks to technology, any person with a thousand dollars can grab an HD camera and create a backyard indie. And while this does not guarantee quality, it does create a market flooded with cheaply produced movies.

Add the fact that DVD is almost dead, and your odds of finding a traditional distribution deal (that actually pays you good money) are dramatically decreased. For most filmmakers, this revelation comes as a shock.

Where is my million dollar check?

Look. I can’t promise your movie will make money. Some movies make a lot of money. Some movies make about zero dollars. But I can tell you advances in VOD distribution and internet marketing offers hope. . .

There is hope if YOU are willing to DO the work.

Most filmmakers are NOT willing to do the work. In fact, most filmmakers would rather give up on their movie. . . Hopefully we’re not talking about you. You owe it to yourself and your investors to explore all options and come up with a solid marketing and distribution plan.

If you want to sell your movie, you need to create a distribution strategy that YOU control. This is a new way to think. In the old days, the mere mention of self-distribution was a crazy notion.

DIY? Isn’t Do It Yourself for losers?

That is how I used to view the world. If it wasn’t for the internet, I would probably have a whole different perspective on how to sell your movie. I’d probably tell you to take ANY distribution deal. But times have changed. Like you, our first feature was met with empty distribution promises and crappy deals.

So by necessity, we started to sell our title on Amazon as both a physical DVD and a video on demand download. At first, none of the producers liked that idea. I mean, even if a traditional deal sucks, at least there is still validation of seeing your title on the shelves at the local video store.

But then we made our first sale. . . We thought it was an anomaly. How could we possibly make money with our movie? We had no movie stars. We had no formal, traditional distribution deal. (We had offers, but nothing that actually paid money.)

Adding to this, most people on earth had never heard of our movie (including you.) But then we made another sale. . . And then a third. . . And then a dozen. . .

That was back in 2006. Since that time, our first feature has sold in ways we never imagined. And while the money we made on the movie wasn’t enough to pay for early retirement, I can’t complain.

The truth is, we were onto something before most other filmmakers. And this experience forever changed the way I view movie distribution. Prior to making my first feature, my “sell your movie” strategy always revolved around one BIG payday.

But I am now of the opinion that making money as an indie filmmaker is more about making a bunch of small movies and getting each one to pay you a little each month. These days filmmakers need to create good work, find their target audience and focus on sell movies consistently over time.

For many filmmakers, this sort of sell your movie talk might seem crazy. Think about it. In years past, filmmakers only self distributed their movies when they had to. It wasn’t a choice! But these days, taking time to learn how to sell your movie makes sense. And that’s why I put together this checklist.

These days you can choose to sell your movie, because nine times out of ten, making your title available on Amazon and iTunes and other popular VOD marketplaces can potentially pay more than a traditional deal.

Remember, a deal that pays zero is not a deal.

(Of course I’m expressing my opinion.)

The sell your movie checklist should be considered a good start.

Can I ask you a favor?

If you like this checklist, can you kindly tell your filmmaking friends to check it out? Moving forward, let’s set some expectations. The purpose of this guide is for you to grab at least one useful film distribution or movie marketing tip. If you do this, then we can both be happy.

That’s it. Easy, right? As always, if you have questions about anything in this guide, please feel free to contact me. I love it when I find out how these tips have helped you get closer to your filmmaking goals! Like I said, if you take time to study this guide, you might get a tactic to help you sell your movie.

>>Give me the “Sell Your Movie” checklist!<<

I hope you enjoy this brief guide to getting your movie seen and selling. And if you really like this information on how to sell your movie, please share it with every filmmaker you know. They will thank you for it!

Three Tips On How To Target Your Target Audience

Having spent time at the major film festivals, I can tell you that having an audience (also known as a large email subscriber list) is currency. It gives you power. But before you get into the mechanics of growing your audience – You need to first figure out how to find your target audience.

In fact, you need to target your target audience even before you write your screenplay.

If thinking about your target audience is a new concept, you’re not alone. Most filmmakers fail to consider their target audience. Or worse, many filmmakers will tell you that everyone is their audience.

This means men, women, teens, tweens, children, puppies and space aliens could all benefit from your movie.

This is a mistake. It’s a left-over concept from the indie era of 1995. Back then, you only had one goal with your movie. Get into the festivals, fill up your screening and hope the some distributor shows up and writes a check.

Many filmmakers still believe this. But these filmmakers are wrong.

Think about it.

Think about the last time you went to a film festival. What did you see? Was it a bunch of acquisitions professionals handing out business cards like candy? Or did you happen to see other filmmakers handing you postcards, asking:

“Will you come to my screening?”

If you want to figure out how to find your target audience, here’s a solid piece of advice:

Other filmmakers are not your target audience!

But don’t worry. Because I’ve worked on the inside of film distribution for several years, I am going to help you avoid the mistakes 99% of other filmmakers make. I am going to provide you with three simple steps on how to find your target audience.

And these simple steps will put you years ahead of other filmmakers who are living off the hope and pray film distribution strategy of the bygone era. Are you ready to rock?

Find Your Target Audience

Find Your Target Audience

Here is the thing. There are ton of filmmakers that consistently muck up their film release strategy. As I mentioned earlier, the reason most films fail is because the filmmaker never took time to really write out a release plan.

The process of finding your audience starts with refining your movie concept.

Step 1: Refine Your Movie Concept: For this example, let’s pretend your lead character is a boxer living in an improvised community. And then let’s pretend that your boxer ends up with ONE big opportunity to take a shot.

A. From this, we know your movie is geared towards: Boxing.

B. We can also think about related interests: weightlifting, fitness gear, diary supplements, et al.

Step 2 – Conduct a Google Search: Your next step is to locate blogs, websites and publications already targeting people who may be interested in your subject matter. In this example, you can quickly Google “boxing.”

When you do this, “boxing” will get over forty-nine million results. This is not surprising. Interests such as boxing, horror movies, martial arts and race car driving have prominence in our culture.

Step 3 – Build a List: Add the top 50 targeted publications (both online and offline) to a spreadsheet. Then reach out to each publication and request their demographic statistics. These stats will tell you how many people subscribe to the publication and will often provide details on age and gender. (You will use this info later, when you go to sell your movie.)

You can apply these three steps whenever you want to find your target audience. And once you have a good understanding of your target audience, all future advertising, marketing language and your trailer should be created with your target audience in mind.

Then later, when your movie enters the marketplace, this research will provide you a contact list full of organizations that may help you promote your movie. And if you would like more information on how to market and sell your movie, come to my next webinar: www.filmmakingstuff.com/sell-your-movie-webinar

Secrets of Successful Indie Filmmakers: Don’t Give Up

One thing that’s true for all indie filmmakers is this: Sometimes life sucks.

Movie deals fall apart. Investors bail out. People don’t come through and they let you down. And sometimes what you thought was a sure-thing becomes a no-thing…

While nobody wants to experience pain and heartache, it is equally important to know that these challenges are part of the journey. And what I just described are the same realities and the same circumstances that all successful indie filmmakers face.

The difference? Successful indie filmmakers don’t give up.

But that probably doesn’t make you feel much better. And if you’re in the midst of a shaky project or an uncertain life circumstance, I can sympathize. When I was in NYC, we were going into production on a 1.5 million dollar movie.

I can remember feeling pretty excited about the whole process. I was finally working in the movie business. I felt awesome. . .

(Note: If you’re reading my emails, look for the one titled “The First Time I Got Fired.”)

Then all-a-sudden the entire project fell apart. Something about the investors getting scared… Something about the actor’s mom… Dunno. The reason the project fell apart does not matter. But what I know is this – I suddenly found myself in New York with no job and no money.

Imagine going from a feeling of awesomeness to a feeling of heartache in a single day.

That experience truly sucked.

indie filmmakers

Secrets of Indie Filmmakers: Don’t Give Up

I remember calling my friend and mentor Joe on the phone. I thought he would be encouraging. Maybe even say something nice to me. Instead he said something I never forgot… He said, “Get UP!”

ME: What?

JOE: Get UP! You just experienced your first bloody nose. Welcome to the world. At this point, you have two choices. You can quit – or you can get up, wipe your bloody nose and push forward.

I chose to push forward. I had no other choice. It wasn’t easy. For a time, I had to leave New York and move back to my parent’s house. And while this was humiliating, I forced myself to think of each challenge as a rite of passage for any serious indie filmmakers. How bad did I want it? Okay. Prove it!

This belief got me through my darkest times…

“I think I can. I think I can. I think I can…”

Eventually I found a job, saved money for a few months, packed my car and moved to California. Once there, I got some stuff in motion and was finally able to produce my first feature.

While I’m proud of that accomplishment, I can tell you that my challenges have only gotten more complicated. Since that time, I have been fired from several jobs, dumped, heart broken, broke and fired again. In the years since, I have had more than a dozen projects, job offers and awesome opportunities come and go. Poof!

And while failed opportunity still sucks, all of it has somehow become less sucky, I now understand a solid, fundamental truth. And it is the reason I can sleep soundly most nights. Are you ready?

Uncertainty is the price of success.

There will be good times and bad times. There will be red and black. You will win and you will lose.

And while I’m not here to tell you every day is going to be fun. (It won’t. Every setback sucks.) But if you let your challenges steel your resolve instead of stealing your soul, I guarantee one day you will wake up happy. The sun will shine. The stress will dissolve. And you will be excited for whatever life has to offer.

I look forward to watching your movies.

If you would like more tips like this, click here to grab your filmmaker checklist.

 

How To Finance Movies With VOD Sales Projections

Do you know the most popular question filmmakers ask me?

I’ll give you a hint. It has to do with video on demand.

Ready. . .

Without too much variation, the most popular question is: “Can you provide some VOD sales projections?”

I understand the motive behind this question.

Believe me, I do.

You’re a filmmaker. You either made an awesome movie and you’re trying to use VOD sales projections to convince your partners that VOD is the way to go. Or you are in the process of making a movie and you need to convince your investors that VOD is awesome. In both scenarios, you’re trying to find proof that movies make money in VOD.

I get that. . . But. . .

Let’s make one thing clear. Asking for VOD sales projections is asking the wrong question!

If you dig around, examples of VOD Sales successes are out there. Check out what The Polish Brothers did. And if that’s not enough, Google the case study around Indie Game the movie.

But the truth is, one filmmaker’s past success does not guarantee that your movie will be successful.

Read that statement over and over again. And if you need a little more clarity, take a look at what the cat is saying here:

VOD Sales Projections

Realizing that VOD sales projections are BS is essential for your success. And I am going to explain how you can use your new found understanding for good, very soon…

But before I go there, let’s talk about why people invest in independent film.

Why Investors Invest In Indie Film

Independent movie investors invest because (aside from having an appetite for risk and an interest in the film business) most of these people want a return on their money. If you are doing things by the book, you probably created a marketing strategy as part of your business plan. This plan provides prospective investors an overview of how investment dollars will be budgeted, spent and hopefully recouped.

In the past, trying to convince investors movies were a good investment involved projecting returns based on speculative data. To guess how much money a movie may make, filmmakers would compare their project to other successful movies.

Creating indie movie comparables is complete BS.

The reason for this is simple.

Just because you make a low budget horror movie does not guarantee your movie will have the same success as Paranormal Activity.

In fact, Paranormal Activity is an outlier. It is not a fair comparison. And using breakout hits as examples, while ignoring the thousands of unsuccessful horror movies made each year, is short-sited at best and I dare say a little unethical.

Video On Demand Sales Projections

Given the birth of VOD distribution, as a filmmaker you now have the ability to access and enter into a non-discriminatory marketplace as soon as your movie is ready. And because many of these marketplaces exist online, much of your sales will come from internet traffic.

This is actually awesome news.

It means that you can boost your sales by using a very common marketing concept called…

[Seriously… Are you ready? You are about to receive the secret sauce of modern, indie movie marketing.]

More important than VOD Sales Projections is:

Conversion Rates

What is a conversion rate?

Conversion Rate Defined, According to Wikipedia:

Your conversion rate is the proportion of visits to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.

Conversion_Rate

In other words, if you send one-hundred people to your movie website and two people buy your movie, your conversion rate is two percent. This is profound. This is life changing for indie filmmakers!

Question: Why should filmmakers be enthusiastic about the internet marketing, nerd concept of conversion rates?

Answer: If you know your conversion rates, you can model and potentially project more accurate movie sales projections from day one.

But before you start noodling around to find your conversion rates, it helps to answer the following questions:

Modern MovieMaking Model

  1. Who Is Your Target Audience?
  2. How Large Is Your Target Audience?
  3. How Will You Reach Your Audience?
  4. What Is Your Marketing Strategy?
  5. How Many VOD Sales To Break Even?

While I won’t get into the actual mechanics of marketing and selling your movie here (My Action Guide How To Sell Your Movie provides you with an actual step-by-step plan for getting your movie seen and sold), I will simply note that a marketing plan must now be included with your business plan.

The Secret VOD Sales Projection Formula

When you create (or refine) your marketing plan, you must now include some marketing math.

Truth be told, math is a weak subject for me and I dare say, most of the filmmakers I know. But luckily there are many spreadsheet templates that allow you to test several conversion rate scenarios. You can use these scenarios as a guideline to ballpark the potential ROI for your movie.

Here is a basic website conversion rate calculator you can utilize: http://bit.ly/17TSCrt

Before you get overly excited (like I am) calculating your movie website conversion rate is only one metric to determine your movie’s potential for profitability. You still need to figure out how to price your movie. And at the same time, you will need to determine how much targeted internet traffic will cost you.

Generating Internet traffic is the result of executing four strategies. You can either get free traffic online, free traffic offline, paid traffic offline or paid traffic online.

For the sake of this example, I am going to incorporate pay per visit advertising. With pay per visit advertising, you simply pay for someone to visit your movie website.

One example of Pay Per Visit traffic is StumbleUpon. It’s a social bookmarking site that also allows you to pay for semi-targeted traffic. This works well if you have a movie with a dose of controversy and a strong hook.

And again, if you’d like more info on specific traffic generating strategies, check out my indie guide to distribution.

Ok. Here is our first example…

Let’s assume only 1% of the targeted folks who actually visit your website, buy. Then how many visits will you need to sell 100 units?

100 units = Our goal for this ad campaign.
$.05 = Amount you may pay advertiser per visit.
X = Number of Visitors Needed to buy 100 units if only 1% buy.

(X).01 = 100 units
EQUATES TO: X= 10,000
THEN 10,000($.05) = $500 paid for targeted traffic.

So in other words, if you were lucky enough to get a 1% return, you just paid $500 dollars in pay per visit advertising to sell 100 units of your movie. But let’s go one step further. Let’s assume you’re like me – and you hate order fulfillment and shipping. So you decide to let a company like Amazon’s Create Space or iTunes (or some other popular marketplace) handle your order.

Video On Demand For Rent (Electronic Sell Through)
100 units ($3) = $300 – 50% paid to marketplace = $150
minus $500 paid for advertising = -$350 NEGATIVE

In this VOD rental scenario, the Pay Per Visit Ad numbers don’t work, unless you like losing money.

Video On Demand For Download (Electronic Sell Through)
100 units ($10) = $1000 – 50% paid to marketplace = $500
minus $500 paid for advertising = BREAK EVEN

In this VOD download to own scenario, the numbers work a little bit better. Assuming you’re lucky enough to get 1% of your money returned, at least the advertising pays for itself. But unless you can increase your conversion rates, pay per visit advertising is going to be very difficult method for returning money to your investors.

Physical DVD Sales
100 units ($20) = $2000 – 50% paid to marketplace = $1000
minus $500 paid for advertising = $500 in profit.

Ah ha! If you’re fortunate enough to get 1% return on your pay per visit advertising, you can see how physical DVD’s (or units) sold at $20 dollars may offer a slight profit margin. In other words, in this scenario, for every $.50 cents you spend, you get $1 dollar back.

So let’s tackle the bigger problem. Let’s try to get a return on our 1Million dollar movie, selling physical DVD sales and using pay per visit advertising alone:

Movie Budget = 1 Million dollars
Physical DVD Sales using Pay Per Visit Advertising

$1,000,000 divided by $20 per unit = 50,000 Units

Since we will give 50% to the marketplace for all sales, we will need to project for double our budget.

100,000 units = Our goal for this ad campaign.
$.05 = Amount you may pay advertiser per visit.
X = Number of Visitors Needed to buy 100,000 units if only 1% buy.

(X).01 = 100,000 units
EQUATES TO: X= 10,000,000 (Yes, TEN MILLION people.)
THEN 10,000,000($.05) = $500,000 paid for targeted traffic.

100,000 units ($20) = $2,000,000 – 50% paid to marketplace = $1,000,000
minus $500,000 paid for advertising = $500,000 in profit.

So to break even, you would need to sell 100,000 units and make $2,000,000.

Some Sales Conclusions

Based on this scenario, as a filmmaker you will (obviously) need to expand your promotion beyond pay-per-visit advertising!

But importantly and most AWESOMELY, you can treat your movie business like any other small business. With VOD Sales projections, you can find the marketing formula that works for your movie and crunch your numbers until you find a scenario that brings you profits.

Create a plan that included your marketing costs in your budget.

While there are no guarantees in any business, having a plan for marketing, sales and distribution sure beats the old days when your only plan for ROI involved crossing your fingers in the hopes someone will offer you a profitable, traditional deal.

While these may not be the VOD Sales Projections you were looking for, hopefully you now realize the power of knowing your conversion rates.

Treating your movie business like any small business simply means you don’t have to ask permission. You can make your movie NOW! And your prospective investors might take notice…

Also, can you do me a favor? If you liked this filmmaking article, could you kindly retweet or share this article with your friends?

How To Brand Yourself As A Filmmaker

How To Brand Yourself As A Filmmaker (Part 1)
By filmmaker and graphic designer, Ela Gancarz

Everyone’s talking about personal branding these days, but not everyone understands what it does and why it’s important. As a filmmaker, you might be thinking to yourself, “do I really have to care about my brand?” In today’s Internet focused world, personal branding is no longer reserved solely for celebrities.

If you’ve been using social media or your website, you have probably already developed a brand!

A personal brand is the entire perception of a person. It’s all about who you are and what you want to be known for. It refers to the way other people see you. A ‘personal brand’ is in many cases synonymous with your reputation. It’s so much more than a simple logo!

As a filmmaker, you can use personal branding to build trust with your target audience. When people readily know you and they associate your brand with your face, it will be much easier to raise money for a new production or to sell your movie.

If you’d like make your personal brand stronger or to create a new one, you need to set goals for your public image. Your first task is to find your brand identity and develop a style guide. Here are three essential steps to do this:

Step One: Your Identity.

First of all you should ask yourself a few questions to find your personal brand identity. For example: what words would you use to describe yourself? What do people usually say about you? What makes you different from everyone else? What kind of films do you like? What do you want others to think of you? Then write down your answers.

Step Two: Your Audience.

Your personal brand is not only built from your thoughts but also from reactions of other people. That’s why you should determine the audience you want to target. Once you have established a niche, it’s important to reflect what those people want or expect from you. Write down your thoughts.

Step Three: Your Style.

Now, compare two lists and identify some qualities that you want others to associate with your brand. Remember that personal branding is how we market ourselves to others. After figuring out your brand attributes, try to match a corresponding style. It can be expressed visually with a logo, colors, forms, images (I’ll give more details about that in another post) or in the way you act or talk. Think about your personal brand each time you interact with someone.

Your style should be:

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  • Simple and memorable. Your personal brand has to communicate clearly who you are. People will remember only a few things about you so focus only on elements that really contribute something to your brand.
  • Unique. Your style should be distinctive and unique. But you don’t need to sit down and study how to be different! You ARE special! Try to take your life as the basis of your expertise.
  • Modern. Keep your brand modern, fresh and actual. It should always feel inspiring to you and to your audience.
  • Personal. Try to be yourself – it is your PERSONAL brand. Stand strongly behind it. Don’t apologize for it. And don’t be afraid to speak your mind!

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Finally having your personal brand identity, you need to apply it consistently across many activities. Create a website or blog, participate in social media. Whether you like it or not, the world is turning digital at very fast pace and you need to manage your reputation, both online and in real life.

Remember that your personal brand may add value to each new product, film or campaign you create. People will follow your brand from project to project but only if they feel connected and attracted to it. It’s time to take control of all those impressions!